GDPR and Ethical Challenges of Artificial Intelligence in Big Data Analysis for the Tourism Sector

Niki Georgiadou () and Leonidas Theodorakopoulos
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Niki Georgiadou: University of Patras, Department of Management Science and Technology
Leonidas Theodorakopoulos: University of Patras, Department of Management Science and Technology

A chapter in Synergizing Management, Culture, and Arts for Tourism Development - Vol. 2, 2026, pp 177-216 from Springer

Abstract: Abstract The swift digital evolution of the tourism industry, characterized by the extensive utilization of big data analytics and artificial intelligence (AI), has generated unparalleled prospects for tailored services, operational enhancement, and data-informed decision-making. Τhese advancements have also presented intricate issues with personal data privacy, regulatory adherence, and ethical governance, especially in relation to the General Data Privacy Regulation (GDPR). This chapter offers a thorough examination of the convergence of GDPR, AI, and big data analytics in tourism, delineating the existing technology applications with the associated regulatory and ethical issues. This chapter initially delineates fundamental principles of big data and AI in tourism, subsequently demonstrating the potential and practical applications that propel industry innovation. It subsequently examines the legal responsibilities and practical challenges that tourist enterprises encounter in attaining GDPR compliance, focusing on data reduction, transparency, and the transnational aspects of tourism data flows. This chapter examines the ethical dilemmas related to algorithmic decision-making, encompassing prejudice, responsibility, and the societal consequences of sophisticated personalization methods. This study consolidates best practices, ethical frameworks, and technological safeguards to promote responsible and trustworthy AI-driven tourism services. This study concludes with practical recommendations for practitioners, politicians, and researchers, emphasizing techniques to reconcile economic value, consumer trust, and the safeguarding of individual rights in a dynamic digital environment.

Keywords: Data-Driven Decision-Making; AI; Hospitality; Ethics; Personal Data Protection; Information Technology Law; Service Personalization (search for similar items in EconPapers)
JEL-codes: L86 M31 O32 O33 Z32 Z33 (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-3-032-17534-2_5

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